Ai Solutions Developer, Integrator, explorer

Robert Keenan  • Peerlist

b.little + Co. continually put forward ideas to demonstrate to our largest client, Subway, that we were continually thinking about, and developing new ways to grow the Subway business in ways that went beyond simply manufacturing kids' meal premiums. In 2004, we developed a strategy to cultivate the next generation of consumers in a way that differentiated the Subway program from others and extended the general market "better for you" positioning. Challenges included how to engage young consumers in ways that were interactive and technologically savvy enough to hold their interest and how to encourage them to boost their activity in fun, entertaining ways. Developed relationships with activity encouraging brands like Frisbee and Nerf. We branded the program "Play Hard, Eat Fresh", an extension of the "Eat Fresh" tag line. Conducted nutritional research and made changes in the meal, to align with American Heart Association standards. Launched with $3.5 million in free TV airtime negotiated with Discovery Kids Network, and a promotion featuring teen surfer Bethany Hamilton as spokesperson. b.little won the business as Subway's Kids' Marketing Agency of Record,  doubling its annual revenue. We then presented the program to Disney, and unseated McDonald's as an exclusive sponsor.